Προτάσεις για περεταίρω έρευνα και περιορισμοί (Future research and limitations)

Hugo Boss

6.7 Προτάσεις για περεταίρω έρευνα και περιορισμοί (Future research and limitations)

Η παρούσα έρευνα διεξήχθη στη Θεσσαλονίκη, επομένως είναι αρκετά περιορισμένη σε ότι αφορά στα είδη των σημείων πώλησης. Αυτό υπήρξε ένα από τα προβλήματα που αντιμετώπισε η μελέτη. Επομένως, η έρευνα θα μπορούσε να επεκταθεί από μελλοντικούς ερευνητές, σε άλλες πόλεις ή χώρες.

Επίσης, σημαντικό ρόλο παίζει η περίοδος διεξαγωγής της. Συγκεκριμένα, η μελέτη έγινε σε χρονική στιγμή που επικρατούν δύσκολες οικονομικές συνθήκες για τη χώρα, κι επομένως να υπάρχει μια προκατάληψη στις απαντήσεις του δείγματος.

Αυτό ήταν και μία από τις μεγαλύτερες προκλήσεις, ότι δηλαδή στην καλύτερη περίπτωση θα προέκυπτε ένα αδιάφορο κοινό και στη χειρότερη προκατειλημμένο και ίσως επιθετικό απέναντι στην πολυτέλεια. Καλό θα ήταν μια παρόμοια έρευνα να λάμβανε μέρος σε μια χώρα που δεν έχει πληγεί από την οικονομική κρίση, ενδεχομένως και μια χώρα της Ανατολής, για τις οποίες η βιβλιογραφία αναφέρει ότι οι κάτοικοί τους, υποκινούνται από διαφορετικά είδους καταναλωτικά κίνητρα για την κατανάλωση μιας μάρκας πολυτελείας.

Ακόμη, η έρευνα θα μπορούσε να επεκταθεί σε ό,τι έχει να κάνει με το διαδίκτυο.

Παραδείγματος χάρη, θα μπορούσε να εστιάσει στο διαδίκτυο ως μια νέα μορφή σημείου πώλησης των μαρκών πολυτελείας ή ακόμη και στα κίνητρα που ωθούν τον καταναλωτή να επιλέξει αυτό το είδος αγοραστικής διαδικασίας.

Αναφορικά με τα καταναλωτικά κίνητρα και την ανάγκη για μοναδικότητα, θα μπορούσε κανείς να εστιάσει σε οποιοδήποτε άλλο κίνητρο, όπως παραδείγματος χάρη η ανάγκη εξεύρεσης ποιότητας ή ανάγκη αυτοπραγμάτωσης.

Επίσης, οι μελλοντικοί ερευνητές θα μπορούσαν να εξετάσουν μέχρι ποιο σημείο είναι καλό να επεκτείνεται μια μάρκα, ώστε να θεωρείται επιτυχημένη κίνηση ή πώς οι καταναλωτές μπορούν να εκτιμήσουν μια επέκταση μάρκας, όταν ήδη έχουν διαμορφωμένες εικόνες για τη μητρική μάρκα και το υπάρχον προϊόν; (Goh et al.,2013)

Κεφάλαιο 7

7. Βιβλιογραφική Επισκόπηση

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Επίσης χρησιμοποιήθηκαν από EmeraldPublications, τα εξής άρθρα:

 Brand Social Power in Luxury Retail: Manifestations of Brand Dominance over clients in the Store, Emerald Group Publishing Limited, Vol (104)

 Comparing online and in-store shopping behaviour towards luxury brands, Emerald Group Publishing Limited, Vol. (109)

 Luxury web atmospherics: An examination of homepage design, Emerald Group Publishing Limited, Vol. (107)

 Murakami on the Bag: Louis Vuitton’s decommoditization strategy, Emerald Group Publishing Limited, Vol. (103)

 The nature of luxury: a consumer perspective, Emerald Group Publishing Limited, Vol. (108)

Ακόμη για τις πληροφορίες για τη LouisVuitton και την HugoBoss χρησιμοποιήθηκαν οι εξής ιστοσελίδες:

 http://en.wikipedia.org/wiki/Louis_Vuitton

 http://www.louisvuitton.com/front/#/dispatch

 www.vogue.co.uk/celebrity-photos/100526-louis-vuitton-london-store- opening.aspx

 http://en.wikipedia.org/wiki/Hugo_Boss

 http://www.hugoboss.com/de/en/collection.php

 http://www.hugoboss.com/glossar/guggenheim-foundation.html

 www.group.hugoboss.com/en/history.htm

 http://store-uk.hugoboss.com/